Buttocks Used As Placement For Olympic Advertising

With the kick-off of to the Olympics today, we continue our coverage of inspiration surrounding the athletes, venues, advertising campaigns, and general technological innovations that have come out of the preparation for these Games and that will emerge during them. Captured by an Agence France-Presse photographer, two men are seen walking past London’s Trafalgar Square with buttocks stamped with advertisements. We wonder if this breaks the London Olympic Games and Paralympic Games Act 2006 and Olympic Symbol (Protection) Act of 1995 instituted to supplement the existing laws relating to intellectual property and the sponsors and partners from unauthorized ambush advertising.

You may remember last year In the qualifying tournaments leading up to the 2012 London Games, two of the U.K.’s beach volleyball players had their butts sponsored by advertisers. Zara Dampney and Shauna Mullin signed a sponsorship deal with the betting firm Betfair and agreed to QR codes on their bikini bottoms during the week’s tournament in London.

Yes, you saw right, advertisers paid to have their advertisements pasted on both passersby and players’ bikini bottoms. Think anyone is taking notice?